{"id":186551,"date":"2024-01-19T10:46:32","date_gmt":"2024-01-19T09:46:32","guid":{"rendered":"https:\/\/ipmark.com\/?p=186551"},"modified":"2024-01-19T11:52:41","modified_gmt":"2024-01-19T10:52:41","slug":"ia-generativa-en-buscador-google-reducira-trafico-organico","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=186551","title":{"rendered":"La IA generativa en el buscador de Google reducir\u00e1 el tr\u00e1fico org\u00e1nico"},"content":{"rendered":"<p><strong>La incorporaci\u00f3n de inteligencia artificial (IA) generativa en el buscador de Google podr\u00eda incentivar una ca\u00edda a doble d\u00edgito del tr\u00e1fico org\u00e1nico de las webs. Ser reconocido como una fuente de informaci\u00f3n fiable, contar con datos estructurados y asumir un estilo de redacci\u00f3n m\u00e1s conversacional podr\u00edan ser claves para seguir recibiendo visitas en el futuro buscador inteligente.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">SGE son las siglas de Google Search Generative Experience y, por ahora, se trata de uno de los experimentos que realiza la Big Tech para probar funcionalidades de IA generativa en su buscador. Los expertos de la agencia SEOCOM han recogido algunos ejemplos que evidencian su potencial, aunque ahora su exposici\u00f3n sea t\u00edmida.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEn este momento vemos que en toda la pantalla ya no hay resultados de b\u00fasqueda org\u00e1nica tradicionales, lo que nos hace pensar que los clics en los resultados org\u00e1nicos van a caer\u201d, ha advertido <strong>Fernando Lens<\/strong>, analista digital de <strong>SEOCOM<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La resoluci\u00f3n de consultas por la IA generativa en la parte superior de la p\u00e1gina de resultados indica, seg\u00fan lo analizado por Lens, una posible ca\u00edda del tr\u00e1fico org\u00e1nico de las p\u00e1ginas que compiten por la primera posici\u00f3n. Desde Search Engine Land, estiman escenarios de<strong> p\u00e9rdidas de entre el 18% y el 24%<\/strong> del tr\u00e1fico org\u00e1nico, mientras que desde Brandignity, <strong>el descenso podr\u00eda alcanzar el 30%.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cPor ahora son elucubraciones, no sabemos realmente el impacto, pero las predicciones son negativas. No obstante, cabe todav\u00eda tener esperanza en que aquellos resultados que aparezcan en los carruseles o los nuevos elementos de fuentes de informaci\u00f3n que se lancen puedan tener clics para las webs\u201d, se\u00f1ala Lens.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Elementos de optimizaci\u00f3n<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Desde la agencia vaticinan la mayor importancia que tendr\u00e1n tres elementos para la optimizaci\u00f3n SEO: <strong>EEAT, datos estructurados y un estilo conversacional.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Las primeras siglas se refieren a ser experto, y m\u00e1s preciso, ser reconocido como una fuente de informaci\u00f3n fiable. Por otro lado, todo aquel dato estructurado que complemente la b\u00fasqueda tendr\u00e1 un peso m\u00e1s importante, desde datos estructurados de eventos hasta fichas t\u00e9cnicas sobre autom\u00f3viles. Este tipo de data, indican desde la agencia, habla el lenguaje del buscador.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por \u00faltimo, es probable que el estilo de redacci\u00f3n sea mucho m\u00e1s relevante en el futuro, teniendo que pensar en conceptos m\u00e1s que en palabras clave.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Herramientas SEO<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">El impacto en el tr\u00e1fico org\u00e1nico de las webs por la incorporaci\u00f3n de IA generativa a los buscadores <strong>podr\u00eda incentivar a su vez la reconversi\u00f3n de herramientas SEO actuales como Sistrix, Ahrefs o Semrush,<\/strong> ya que los rankings que elaboran de las webs, una vez que el CTR caiga, van a tener menos sentido.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para la agencia SEO, estas herramientas tendr\u00e1n que encontrar nuevas maneras de generar recomendaciones o de mostrar an\u00e1lisis del posicionamiento. Adem\u00e1s, la hiper-personalizaci\u00f3n de la b\u00fasqueda propiciar\u00e1 que los informes actuales no tengan sentido ni aporten ning\u00fan tipo de informaci\u00f3n estrat\u00e9gica.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se prev\u00e9 que el tr\u00e1fico org\u00e1nico de las webs caiga entre un 18% y hasta un 30% al incorporar IA generativa. <\/p>\n","protected":false},"author":29,"featured_media":186553,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[554,372],"class_list":["post-186551","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-google","tag-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La IA generativa en el buscador de Google reducir\u00e1 el 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